IKEA Takes Up Biking

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Customers of IKEA Gentofte can now choose to carry their goods home on a bicycle trailer. Both the bike and the trailer can be used for free - and it comes naturally with a bicycle helmet.

From Wednesday 28 May, customers at IKEA Gentofte have another option when it comes to taking their goods home. In addition to the existing options, such as using a trailer for free and other delivery services, the store will offer customers the possibility to borrow a bicycle with trailer. And all that for free.

The ability to choose a pedal-powered transportation solution is initially a pilot project which will reveal if there is interest from customers of large department stores.

To reduce local traffic – and for fitness
"We know that almost ten percent of IKEA customers in Gentofte come to us by bicycle so it is obvious that these customers want to carry their goods home by bicycle. It will be very interesting to see how they will receive his opportunity, which is both good for the environment and for fitness," says Lisbeth Dueholm, Marketing Manager at IKEA Gentofte.

IKEA Gentofte have started with a small fleet of five bicycles with trailers, that were lent for free by the partner Freetrailer. 

"We believe that the ability to take a bike home with a smaller IKEA shop can be a good alternative for many of our customers. The pilot project also provides some interesting perspectives in relation to local traffic conditions in our area. If it is successful, we are ready to expand our "fleet" and also look at how this service can be offered to our customers in the other three IKEA stores."

This pilot project is also being followed with interest by other countries including IKEA in China.  

Safety in Focus
In order to provide a legal and most secure solution to customers, IKEA has cooperated with the Danish Cyclists' Federation (DCF).

"It has been an invaluable help that we could benefit from DCF's knowledge and skills in relation to all requirements and standards. Together, we developed a brochure that shows customers how to use the bicycle with trailers safely. It explains how the trailer should be packed, how to ride the bicycle and how to wear the helmet properly," says Lisbeth Dueholm.

Allan Carstensen from the Danish Cyclists' Federation says about the project:

"Although we are in a bicycle country, we often forget to adapt our society to cycling. That is why we are extremely pleased that a large company such as IKEA goes ahead and gives cyclists the same opportunities as motorists. That way, IKEA is helping to improve public health and to make the streets less congested."

Book online and pick it up at the bicycle stand
IKEA's bicycle with trailer can be booked online, in the same way as for the popular trailers for private cars. Customers pick up the bicycle with trailer and a helmet in the store in Gentofte and can use it until the next morning at 11am.

As an extra benefit, the pilot project is also fully in line with IKEA's ambition to take responsibility for the environment - a small step in the right direction for the environment and to reduce CO2. And it is so healthy to cycle!  

For more information contact:
Lisbeth Dueholm
Marketing Manager IKEA Gentofte
Tele: 43 59 01 66
Mail: lisbeth.dueholm@memo.IKEA.com

Jesper Søefeldt
PR & Communications Manager IKEA Danmark
Tel: 43 59 08 38
Mail: jesper.soefeldt@memo.IKEA.com

Allan Sønderskov Darré
Managing Director Freetrailer Danmark ApS
Tel: 88 537 700 – tast 3
Mobile: 27154600
Mail: asd@freetrailer.dk
http://www.freetrailer.dk/   

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Facts
IKEA has four stores in Denmark that 7.2 million people visited in the past year. The Danish stores are located in Taastrup, Gentofte, Århus and Odense. 

The IKEA Group has 253 stores in 35 countries, which are visited annually by more than 500 million people. The IKEA catalog printed 175 million copies in 27 languages.  

Since its foundation in 1943 in Sweden, IKEA has offered furniture and accessories for the home with a practical and good design and at prices so low that as many people as possible will be able to afford them. IKEA incorporates environmentally friendly procedures in its business and always supports initiatives that benefit children and the environment.